Learnings about recruiting, engaging and driving innovation with multinational online communities of consumers who are both creative problem-solvers and representative of GSK’s target markets are shared in this presentation. View Summary

Learnings about recruiting, engaging and driving innovation with multinational online communities of consumers who are both creative problem-solvers and representative of GSK’s target markets are shared in this presentation. From 2005 through the present, GSK Consumer Health has collaborated with several private, online communities , fueling both incremental and breakthough innovation, from guiding the development of a weight loss behavioral support program to co-creating the ideal mouthwash of the future, from redesigning brochures and signage to devising store-within-a-store floor plans.

With increasing pressure on budgets as a result of the deteriorating economic climate, brands are forced to look for new more cost effective solutions to age-old problems. View Summary

With increasing pressure on budgets as a result of the deteriorating economic climate, brands are forced to look for new more cost effective solutions to age-old problems. This presentation demonstrates how a combination of crowd-sourcing and online co-creation techniques helped Unilever find a breakthrough solution in a more cost effective manner to a challenging global innovation project conducted across multiple countries. Crowd-sourcing and co-creation when used together as part of a well-defined open innovation model can deliver outstanding results for less money.

3

Go Deeper. Get Closer. Be Braver: Ideas For Helping Research Thrive In The Era of Engagement Marketing

Includes video content

Recommended by Warc editors

Trends

Best Practice

Richard Owen, ESOMAR, Innovate, Barcelona, November 2010

This presentation suggests that the difficulty is of our own making and that we need to rethink the way we tackle innovation. View Summary

This presentation suggests that the difficulty is of our own making and that we need to rethink the way we tackle innovation. It reviews innovation experiences of the past twelve months (both good and bad) to offer some ideas and hope for our industry. It argues that we live in a world of constant change. Research has often struggled to embrace change and is under increasing threat from new forms of competition. Rapid innovation is the cure, but it is difficult.

4

Little Moments of Luxury: How The Subconscious Seeks Out Satisfaction in Economically Distressed Times

Includes video content

Recommended by Warc editors

Trends

Best Practice

A. K. Pradeep, ESOMAR, Innovate, Barcelona, November 2010

The brain processes the act of purchasing in the same region that it processes the experience of pain. View Summary

The brain processes the act of purchasing in the same region that it processes the experience of pain. It does in fact, from a brain science perspective, ‘hurt’ to hand over money in a transaction. At NeuroFocus, we have done a good deal of research into pricing, and the subconscious dynamics that we all undergo during the purchase decision process. We have uncovered a fascinating and unexpected phenomenon, “little moments of luxury”, which has led to the development of the Luxury Perceptual Framework.

Coca-Cola Spain sought new ways of being relevant in out-of-home adult leisure occasions. Towards this end, a project was developed to search for new Coca-Cola rituals that could be used to reposition the brand in the adult sector; establish a link between the brand and social connection moments; and generate an increase in consumption. View Summary

Coca-Cola Spain sought new ways of being relevant in out-of-home adult leisure occasions. Towards this end, a project was developed to search for new Coca-Cola rituals that could be used to reposition the brand in the adult sector; establish a link between the brand and social connection moments; and generate an increase in consumption. An innovative project process enabled consumers to create a new relevant and market proven product (mixer). As a result Coca-Cola has encouraged consumer creativity sessions and expert validations in their product development process.

6

One Part Resonance One Part Edge: How Philips Built a Better Business With a New Recipe For Validating Consumer Insights

Philips transformed its business from being technology driven to consumer driven, recognizing that this was their best strategy to create breakthrough products and winning communications programs. View Summary

Philips transformed its business from being technology driven to consumer driven, recognizing that this was their best strategy to create breakthrough products and winning communications programs. This presentation shares how Philips, in changing their organization, crafted a completely new platform through collaborative efforts with BrainJuicer that could redefine and validate consumer insights effectively, ensuring that only the most potent would be carried through to guide new product development.

The work of the Creation Center, a small, creative, international and interdisciplinary unit that applies “innovathinking” consistently in the R&D process of Deutsche Telekom, is introduced in this presentation. View Summary

The work of the Creation Center, a small, creative, international and interdisciplinary unit that applies “innovathinking” consistently in the R&D process of Deutsche Telekom, is introduced in this presentation. As in other competitive markets, a Telco operator can only survive with outstanding products and services that – to keep it very simple – help customers in their daily lives that are easy to use and perfectly fit into existing “device- & service-ecosystems”. Therefore the Creation Center sets the starting point for innovation right in the living rooms of customers.

8

The BMW Group Co-Creation Lab: Managing an Innovation Hub for a Panopticon of Users

Co-creation platforms as a new instrument to permanently innovate with end consumers are introduced in this presentation, shedding light on the potential benefits of such platforms for both consumers and companies. View Summary

Co-creation platforms as a new instrument to permanently innovate with end consumers are introduced in this presentation, shedding light on the potential benefits of such platforms for both consumers and companies. How the platform facilitates the management of different user groups throughout the innovation process and fosters ongoing relationships with consumers is discussed. This presentation sheds light on a continuous, central platform specifically tailored to co-creation with end consumers, adding a new perspective to existing work focusing on permanent open innovation initiatives such as the “Connect + Develop” program.

The presentation describes a new methodology – Seeding Lab – and its application to a qualitative survey for MTV Italy. View Summary

The presentation describes a new methodology – Seeding Lab – and its application to a qualitative survey for MTV Italy. Seeding Lab combines the spontaneous approach of a web environment and traditional qualitative ethnographic techniques. Members interact with the admin and each other at their convenience, acting as co-researchers. Therefore, as the case study will show, it has been totally successful in stimulating the creation process, evaluating and optimizing MTV News and widely exploring lifestyle and communication patterns.

The response to online surveys are facing tough competition from online games, social networking sites, micro bloging sites etc, forcing the market research fraternity to think of innovative ways to engage with the respondent. View Summary

The response to online surveys are facing tough competition from online games, social networking sites, micro bloging sites etc, forcing the market research fraternity to think of innovative ways to engage with the respondent. Of the activities done online, games foster the highest engagement. There are 12 deciphered elements to gaming which makes it more engaging. The paper examines how we can bring these elements into questionnaire designing, by using a fully animated questionnaire, to make it more engaging.

11

Real Business Innovation: How Companies Can Draw Innovation From Large Customer Communities

This presentation explains why open innovation forums offer a real alternative to common market research methods like brainstorming, qualitative interviews and large quantitative customer surveys. View Summary

This presentation explains why open innovation forums offer a real alternative to common market research methods like brainstorming, qualitative interviews and large quantitative customer surveys. Open innovations forums offer a comparatively inexpensive way to reach a large number of customers who can express their ideas in the most open and creative manner, while the process maintains a relatively high representativeness. Based on Ulwick’s (2005) outcome driven innovation concept, the presenters have developed a way to analyze and interpret data in forums.

12

Innovation: Return to Reality: Consumers and Designers Praise “The Real Thing”. What About Marketeers and Research People?

This presentation discusses innovation process performance in FMCG and blind spots in the classical research sequence. View Summary

This presentation discusses innovation process performance in FMCG and blind spots in the classical research sequence. Using case studies, it demonstrates how a combination of relevant “touch and feel” stimuli and behavioral research techniques can help solve the paradox of early testing of “the real thing” in a “real context”, with a product that does not yet exist. It reviews “design thinking” good practices that have helped Kraft deliver successful innovations with shorter time-to-market, thanks to 360 degree shopper-user understanding.

13

Phoenix and the Power of Garbage: For Possible Side Effects Consult Your Doctor or Market Researcher

This presentation examines ‘info trash’, information from qualitative research which is dismissed as irrelevant to the objectives. View Summary

This presentation examines ‘info trash’, information from qualitative research which is dismissed as irrelevant to the objectives. Looking at serendipitous discoveries in medicine, and the theory of memetics, the presenters argue that info trash is of value, and can be a signifier for early signals of potential social changes and market trends. This is demonstrated with examples from different markets and categories, and using our own observations, relate how better market research can utilize valuable info trash.

14

From Intuitive to Formal Cultural Knowledge: Reading Culture Through Archetypes

As global marketing and market research efforts increasingly become centralized, one of the fallouts has been a loss of intuitive cultural knowledge that has traditionally been built into consumer insight and marketing communication by local teams working within their own cultures. View Summary

As global marketing and market research efforts increasingly become centralized, one of the fallouts has been a loss of intuitive cultural knowledge that has traditionally been built into consumer insight and marketing communication by local teams working within their own cultures. Formalizing implicit, unstructured cultural knowledge is challenging, and what we are sorely missing is a common language and framework that allows us to compare markets on the most important elements that define culture. This presentation reviews efforts to develop a universal, archetype-based framework to understand and compare cultures.

15

Cooking with Goethe: Gaining Insights and Foresights Through Cultural Patterns in Everyday Life

Across individuals, cultures or target groups, Psychological Morphology describes how habits, emotions, visuals, products can be seen as unifying "Gestalten" (shapes) that constantly change and develop. View Summary

Across individuals, cultures or target groups, Psychological Morphology describes how habits, emotions, visuals, products can be seen as unifying "Gestalten" (shapes) that constantly change and develop. From Goethe’s Morphology of living beings via a deep psychological theory that bridges cultural differences, the presenters studied the structure of everyday cooking and eating habits and arrived at marketable solutions for their client, Vorwerk, maker of the world’s most amazing kitchen robot. Embark on an unusual journey into consumers’ moods and thoughts and what lies beyond them!

16

The Language of Love in Social Media: New Rules for Brand Engagement With Consumers

This paper consists of two parts. The first section explores the consumer-brand dynamic in social media – what consumers are looking for, what brands are doing, the drivers behind consumer perceptions and behaviors, and what the implications are for marketers. View Summary

This paper consists of two parts. The first section explores the consumer-brand dynamic in social media – what consumers are looking for, what brands are doing, the drivers behind consumer perceptions and behaviors, and what the implications are for marketers. The second section addresses the research approach and methodology, the techniques we employed, and the implications this has for future research.

17

Why some slumdogs feel like millionaires and some millionaires like slumdogs: The theory of multiple poverty lines

Includes video content

Recommended by Warc editors

Trends

Best Practice

Shobha Prasad, ESOMAR, Qualitative, Barcelona, November 2010

This presentation explores the concepts of poverty, affluence and aspiration, and the idea that there are multiple ladders of affluence - which can make slumdogs feel like millionaires. View Summary

This presentation explores the concepts of poverty, affluence and aspiration, and the idea that there are multiple ladders of affluence - which can make slumdogs feel like millionaires. We measure affluence linearly on income levels, purchasing power and assets owned. In reality, however, there is a difference between how “rich” people are, measured on absolute scales, and how “rich” they perceive themselves to be. Often behaviour is based on the individual’s perception of his affluence level rather than his actual level of affluence.

18

Arbiters of Meaning: The Hidden Role of the Interpreter in International Qualitative Research

Includes video content

Recommended by Warc editors

Trends

Best Practice

Peter Totman, ESOMAR, Qualitative, Barcelona, November 2010

This presentation outlines the findings of a small scale research project charged with exploring the role of the simultaneous translator or interpreter in the international research process, highlighting important differences in how the role is perceived and explores the implications of this on the research process. View Summary

This presentation outlines the findings of a small scale research project charged with exploring the role of the simultaneous translator or interpreter in the international research process, highlighting important differences in how the role is perceived and explores the implications of this on the research process. It involves a detailed analysis of the distinctions between linguistic, cultural and other forms of interpretation. It concludes with recommendations for how interpreters can be more effectively utilised within the process.

Behavioral economics is emerging as a significantly influential insight paradigm in the UK in research and related disciplines and it poses many methodological and philosophical challenges. View Summary

Behavioral economics is emerging as a significantly influential insight paradigm in the UK in research and related disciplines and it poses many methodological and philosophical challenges. A key interest will be in helping to understand these challenges and exploring the efficacy of classic and innovative approaches in this area. Further relevance comes from the provision of valuable background information about behavioral economics and our objective view on the issue of hype vs. value regarding it.

20

Semiotics of taste: Application in China for International (and Local) Food and Flavor Industries

The traditional role of consumer research in the food and flavor industry focuses primarily on new concept creation and product development, as well as product testing. View Summary

The traditional role of consumer research in the food and flavor industry focuses primarily on new concept creation and product development, as well as product testing. This presentation describes how semiotics can be applied during the preliminary stage of concept creation – how it can be used to prepare probe material as well as structure the findings of more traditional qualitative research, when the researcher interprets consumer expectations towards flavors.

This article illustrates the huge untapped power of insights in bringing about behavioural change for individual and social good, in other words, getting people to make healthier lifestyle choices, and the vital role of qualitative research in facilitating this process. View Summary

This article illustrates the huge untapped power of insights in bringing about behavioural change for individual and social good, in other words, getting people to make healthier lifestyle choices, and the vital role of qualitative research in facilitating this process. In recent years, the market research industry has fallen in love with the idea of “insight”, and is rapidly rebranding itself as the consumer insights industry. However, in the discourse on insights, there increasingly seems to be a notion that insights and action are separable. Insights now have to be qualified: we speak about “actionable insights" and debate about whether insights are “dead” or “alive” in relation to enabling action. In fact, in most fields of human endeavour, be it science, social science, or art, insights have always been inextricably linked with action and innovation.

22

How fans became future shapers of an ice-cream brand: Towards the next frontier in conducting 'insight communities'

This paper discusses how, with the rise of social media, ‘conversational marketing’ techniques have gained tremendous importance - representing a paradigm shift in the way we think about marketing and marketing communications. View Summary

This paper discusses how, with the rise of social media, ‘conversational marketing’ techniques have gained tremendous importance - representing a paradigm shift in the way we think about marketing and marketing communications. The empowered consumer now has the power to market a product or brand partly. Smart companies listen to what people say and take action. Those fans will spread the word about a brand or product with enthusiasm and passion. It also discusses how Unilever, as a FMCG company, has undertaken several initiatives to integrate the concepts of word-of-mouth and word-of-mouse into marketing strategies.

23

Learning to Love Less: Understanding how to promote energy-saving behaviour through public information communications

Scientists alone cannot bear responsibility for reducing our reliance on fossil fuels, and consequently reducing our CO2 emissions. Only a drastic reduction in the amount of energy used now will enable renewables to supply our future demands, and slow the effect our consumption has on the climate. In the United Kingdom, over 40% of CO2 emissions come directly from what we do as individuals and so it is vital that individuals make lifestyle changes to reduce personal CO2 emissions as much as possible. Public information campaigns promoting energy­saving behaviour must engage people emotionally, and get them to feel that changes that made in their own lives will have a lasting impact on the common good. The objective of this study is to determine which kinds of messages, aimed at encouraging energy­conserving behaviour, are most effective in engaging people emotionally, and which are therefore most likely to result in behavioural change. Identifying the most powerful ways to communicate environmental messages will result in recommendations on how to employ messaging in public information campaigns aimed at reducing energy usage, encouraging habitual energy conservation, and making us better able to supply our energy demands with renewable sources in years to come.

24

Shape the Future With ‘Future Shapers’ and Cutting-Edge Hybrid Research Techniques

This presentation discusses cutting-edge research methods for predicting consumer behavior including qualitative and quantitative research and methods that measure subconscious response. View Summary

This presentation discusses cutting-edge research methods for predicting consumer behavior including qualitative and quantitative research and methods that measure subconscious response. A case study from a major US women’s apparel retailer illustrates how these methods, drawn from multiple disciplines including Psychology, Sociology, Anthropology and Neuroscience, combined to deliver data that accurately predicted sales over the Mother’s Day weekend, 2010. A thorough discussion of the methods used, and guidance on how to successfully integrate research methodologies, is included.

25

The Vitality of Qualitative Research in the Era of Blogs and Tweeting: An Anatomy of Contemporary Research Methods

A discussion on the contemporary debate about alternative research methods - which has centred largely on a choice between Qualitative and Quantitative Research. View Summary

A discussion on the contemporary debate about alternative research methods - which has centred largely on a choice between Qualitative and Quantitative Research. This gave rise to fierce debates about legitimacy, validity, depth and pros and cons. Each method has strengths and limitations – there is no ‘perfect’ research methodology – and each has its champions. It is important in evaluating alternative research methods to understand underlying similarities and differences, and the trade-off in methodological rigour and benefits.